Helmut Lang CEO Andrew Rosen has named Isabella Burley to the newly created position of editor in residence at the brand. Burley is currently the editor in chief of London’s Dazed magazine, a position she will continue to hold. According to a press release, in her Helmut Lang role, she’ll “bring her editorial eye and network of creative talent to influence all departments of the company.”

For her first move, Burley has invited Hood By Air founder and designer Shayne Oliver to collaborate on a special project consisting of women’s and men’s clothes and accessories that will be revealed in September. Since its launch in the early 2010s, Hood By Air has become one of the most vital shows on the New York Fashion Week schedule, giving streetwear a high-fashion gloss, jump-starting fashion’s genderless conversation, and arguably putting the current mania for brand logos into motion. Oliver was scheduled to present Hood By Air’s Fall 2017 collection in Paris earlier this month, but ended up sitting out the season.

Prior to the unveiling of Oliver’s Helmut Lang collaboration in September, Burley, who helmed the recent print redesign of Dazed & Confused, will oversee the relaunch of the Helmut Lang website and its overall digital presence.

“Helmut Lang is a pioneering company and we are going back to its heritage of being bold,” said Rosen in a statement about Burley’s hire. The move seems designed to revitalize the label. Creative directors Nicole and Michael Colovos left the company in 2014, and Rosen has presented a Helmut Lang collection just once since then for Resort 2017. Like Martin Margiela, Lang stepped away from his own brand near the peak of his success. In the intervening years, his own street-leaning designs have become highly collectible and his influence on the generation of designers that came up after him has only grown. Lang, who now makes fine art, was known to collaborate with artists, Jenny Holzer and Louise Bourgeois among them, and he co-opted Robert Mapplethorpe photographs for print ads, predating Raf Simons’s recent collaboration with the Mapplethorpe estate by more than a decade.